DRIVING GROWTH in CHALLENGING TIMES. February 22-25, 2014 New Orleans Convention Center/Hilton Riverside & Towers New Orleans, LA

February 13, 2017 | Author: Susan Lynch | Category: N/A
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DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook and Google+ Essentials for Franchise Systems February 24, 2014

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook and Google+ Essentials for Franchise Systems Todd Juneau President / COO Aviatech

Dan Monaghan Co-Founder WSI Digital

Jon Carlston, CFE VP of Social Development Process Peak

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Search Engines algorithms have shifted …fresh is better than stale links Social Media has ignited a new signal …within the search engines and how your customers are finding you

A virtual popularity contest has begun …and you don’t make the rules DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

1. 2. 3. 4. 5. 6. 7. 8.

Backfill your company history in the timeline Use strong timeline images Complete the “About Us” section in full Implement the “Locations” tab if parent/child is setup at a corporate level Use as much photo and video content as you can Regularly check your page insights and make adjustments based on trends Create a spreadsheet of industry news resources Create a list of locally relevant content outlets, local news sites, local sports sites, community sites

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

9. Standard Facebook ads should be used for community growth, utilize both the standard right hand side bar and newsfeed ad versions to extend reach and impact 10. Segment these ads to target specific ad groups and change creative to suit each ad group, i.e. Males v. Females, Young v. Old, etc. 11. Sponsored Stories and Promoted posts should be used to push your best content to a broader audience, on average posted content is seen by only 15% of your audiences, paid promotion will make sure more people see it DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

12. CRM ads can be used to try and connect your past customers 13. Companies like Google’s WildFireApp lets you easily launch various campaign types ranging from sweepstakes to contests and even charity efforts, it’s a great tool to organize and execute a good promotional campaign 14. All sweepstakes and contests must be executed through a 3rd party and cannot use Facebook functionality such as liking as part of the process.

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

1. 2. 3. 4. 5. 6. 7.

Make sure your G+ profile is fully complete Verify your listing Develop a compelling “story”, basically an about us Select your proper category Input your hours, address, etc. Insert links including your other social profiles Create an early posting plan to show your profile as “active” 8. Try to make some connections in order to fill out your profile more 9. Add photos to make your profile more robust in as well. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

10. Add videos if you have them available 11. Get some reviews as this will serve as even stronger social signals from your profile, 12. Consider using the “advertise your Google+ page” early on to generate some traction 13. Include social annotations to your ads, in order to do this it requires recent, high quality posts and a significant number of followers, usually about 100 14. Remember the goal of this content is different from Facebook, here it should be more business relevant and factor in your search strategies DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google and Facebook Advertising • • • • •

Google Facebook Landing Page Optimization (LPO) Pitfalls/Risks Advertising on other social platforms – Twitter, LinkedIn, Pinterest

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • What is paid search? – AdWords – Remarketing – Display – YouTube

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • INSERT SLIDE WITH IMAGES FOR EACH

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

What is AdWords • You pay for a keyword – auction based pricing • Quality score drives your pricing and positioning • Impressions are free – clicks are paid for • Clicks can be VERY expensive • AdWords (and other traffic) seeds remarketing

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • INSERT REMARKETING IMAGE

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Remarketing • A marketer’s secret weapon – Increases campaign cost by 15-20% – Increases performance by 50% – Powerful branding impact is the bonus

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • Video – Very cost effective (geo targeting, low adoption) – Big branding impact – Video required

• Display – Great for big brands with big budgets – Pick the low hanging fruit first DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • Critical success factors – Geo-targeting and leakage – Broad search vs. long tail – Call tracking – 80% of service based leads are calls – Speed to lead (MIT/Harvard Research) – Landing Page Optimization

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Google Advertising • Issues/Risks – Dangers of being #1 – Enhanced Campaigns – Click fraud – Elasticity of demand – leverage the business cycle

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Understanding Business Cycles

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & TowersRAM. | New Orleans, ©2012 All LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook Advertising • Facebook Advertising – what is it? – Page post ads – Right side-bar ads – Dark ads (unpublished posts)

• Advantages – Allows you to be active vs. passive (google) – Still untapped by advertisers – Capture more information – campaign building DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook Advertising • Pricing models – CPC (Facebook equivalent to PPC) – CPM – Optimized CPM (oCPM)

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook Advertising • Critical success factors – Building audiences • Your own • Targeting others’ audiences

– Power Editor (tool for power users) – Driving traffic outside vs. inside your FB page – Retargeting (leverage Google, SEO, etc.)

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Facebook Advertising • Issues/Risks – The pursuit of “likes” – Importance of “social proof” – All leads not created equal (high vs. low in funnel) • Track your cost per sale – analytics, call tracking etc.

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Landing Page Optimization • Digital Alchemy – Traffic costs don’t change, but results do!

• Multivariate analysis

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Landing Page Optimization

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Landing Page Optimization

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE A:

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE B:

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

WHICH PAGE PEFORMED THE BEST?

A

B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR

A

B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE A:

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE B:

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

WHICH PAGE PEFORMED THE BEST?

A

B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE

A

B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

ORDER TODAY

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

MARKETERS ALWAYS MEASURE!

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Thank You! Todd Juneau [email protected]

Dan Monaghan [email protected]

Jon Carlston, CFE [email protected]

DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

Give Us Your Feedback! • • • •

Log on to the IFA App. Find our session under the appropriate day on the Schedule Tab. Click on the green button that says “Tap here to take a survey for this event.” Follow along with the instructions.

It will take just a minute or two but will help us for future programming! Thank you!! DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

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